Is awl profitable to sell on Amazon United States?

The niche generates $245K/yr across 44 tracked products. 2 of 15 products launched in the last 360 days are still selling. 90-day search growth is -0.9%. Flapen's verdict: Worth a look (56/100).

How competitive is the awl niche?

30 brands and 94 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 53% of demand.

What do buyers complain about in awl?

Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 0.9%.

When does demand for awl peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the awl niche?

Listings span $4.03–$17.29; the average listing price is $8.26 (sweet spot $15–$100). The average incumbent carries 500 reviews — the moat a new listing must climb.

awl

Worth a look

Shows low returns (0.9%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Brand share

Great53%

top-5 brand share — no brand owns this niche

Conversion

Great8.5%

search→purchase rate — share of searches ending in a sale

Competition

Great39%

top-5 click share — an open shelf

Review moat

Great499.84

avg incumbent reviews — the moat a new listing must climb

Market size

Okay$245K

$245K/yr · 349K searches

Growth

Bad-0.9%

90-day search growth — must beat 0% to launch

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Avg price

Bad$8.26

avg listing price — sweet spot $15–$100

Price range

Bad$4.03–$17.29

cheapest to priciest tracked listing — scored on the share inside $15–$100

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, awl is a $245K/yr Amazon United States market (349K searches/yr). The top 5 brands hold 53% of demand. Verdict: Worth a look — 56/100.

Data updated Jul 18, 2026 · scored weekly · How we score niches

awl market data

Units sold / yr: 30K–40K; avg 500–750/product
Revenue / yr: $248K–$330K; units × avg price
Conversion rate: 8.5%
Avg BSR: #121
Page quality: 0%
Prime: 100%
Sponsored: 66%
Out of stock: 2.0%
Avg brand age: 55 months
Avg seller age: 178 days

Competition & brand share

Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.

Brands

30 falling

Sellers

Top-5 brand share

53%

Top 20: 90%

Top-5 click share

39%

Top 20: 77%

Open market

42%

KLEIN TOOLS14%
CRAFTSMAN14%
ZXIIXZ11%
Aecsze9%
DIUDUS5%
Dasco Pro4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -0.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top awl search terms

awl152K/yr -2.5%6.3% conv.
awl tool68K/yr -1.2%6.0% conv.
scratch awl38K/yr -3.4%5.6% conv.
leather awl23K/yr -6.8%4.7% conv.
aul11K/yr -3.4%1.1% conv.
awl for paper crafting4K/yr +156.5%6.6% conv.
awl punch6K/yr +1.5%5.9% conv.
punzon7K/yr +16.6%1.1% conv.
scratch awl tool8K/yr -2.0%6.1% conv.
book binding awl4K/yr +4.7%4.9% conv.

All search terms

Top awl products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

CRAFTSMAN CMHT65012 CFT SD ACETATE - SCRATCH AWL

CRAFTSMAN$6.034.7★616 rev

ZXIIXZ 3 Pack Leather Scratch Awl Tool Awl Tool Sewing with Gourd Shape Wooden Handle for Stitching Punching Sewing Scratch Awl Tool Supplies for DIY Leather Sewing Punching Craft Repair

ZXIIXZ$5.724.4★240 rev

Klein Tools 650 Scratch Awl with 3-1/2-Inch Shank and Cushion Grip Made in USA

KLEIN TOOLS$13.014.8★1,691 rev

6 PCS Awl Tool Set Leather Punch Stitching Marking Awl Tool Gourd Shape Handle Punch Tool for Leather Sewing Marking Crafts Wood Shoe Repair

Aecsze$7.924.8★116 rev

DASCO PRO 7 Inch Scratch Awl Marking Scribing and Starting Tool Assembled in USA VN74310 431-0

Dasco Pro$9.544.7★337 rev

Newest

by launch date

Leather Sewing & Upholstery Repair Kit with 2 Awls Needles & Waxed Thread

zenorebir$6.2867 rev

4mo ago

CRAFTSMAN Scratch Awl Tool Screwdriver (CMHT65179)

CRAFTSMAN$8.248 rev

4mo ago

Sewing Awl Leather Awl Tool Tools with Wooden Handle Scratch Awl Leather Hole Punch Tool for Punching Stitching Book Binding Leather Craft

DIUDUS$5.3832 rev

5mo ago

Walnuts Wood Handle Leather Awl - Professional Hole Punching & Stitching Tool Leather Craft Awl Tools Wooden Handle Scratch Awls for Leather Craft DIY Shoe Repair & Bookbinding

Foyods$5.064 rev

6mo ago

Professional Leather Working Awl Tool Heavy-Duty Scratch Awl for Leather Punching Sewing Woodworking and Bookbinding 4.6 Inch Steel Scribe with Comfortable Walnut Handle for Precision Work

Zyghjort$6.029 rev

7mo ago

What buyers say about awl

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall18%

“Great quality set”

Value For Money15%

“Excellent Value”

Advertised Vs Actual Product9%

“As described”

Leather Quality8%

“a decent patch of thick leather”

Stitch/Finish/Polish7%

“which have a smooth finish”

Ease Of Use6%

“Easy to use”

Strength4%

“Sturdy tool”

Size-Overall3%

“She likes the various sizes of the kit”

Durability3%

“They are durable”

Grip2%

“Definitely recommend these as they are comfortable to grip”

What buyers complain about

Size-Overall20%

“Ended up being bigger than I expected”

Durability8%

“wound up breaking it”

Quality-Overall7%

“Cheaply made”

Thickness7%

“needles are a bit too thick”

Strength6%

“The smallest of the 3 bent on the first use”

Stitch/Finish/Polish3%

“First you must be very careful removing it from the shrinkwrap so you don't damage the case(find the air hole & start from there to peel it away), 2nd, the most important tools aren't smoothed/sharp/polished enough,the stitch tool must be deburred/smoothed at the hook to prevent damaging the leather& cutting the thread when pulling it through the holes,3rd,the piercing awls need to be sharpened to be of any use”

Ease Of Use3%

“Pretty difficult to use”

Weight Heavy3%

“Not heavy duty”

Advertised Vs Actual Product3%

“More deceptive practices from amzon sellers”

Smell2%

“Heavy, heavy odor of cigarette smoke out of the package”

Top return reasons

Size-Overall38%

Advertised Vs Actual Product10%

Quality-Overall8%

Functionality-Overall6%

Defective Material/Parts5%

Value For Money5%

Strength4%

Material Quality3%

Color3%

Stitch/Finish/Polish2%

Common questions

Is awl profitable to sell on Amazon United States?: The niche generates $245K/yr across 44 tracked products. 2 of 15 products launched in the last 360 days are still selling. 90-day search growth is -0.9%. Flapen's verdict: Worth a look (56/100).
How competitive is the awl niche?: 30 brands and 94 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 53% of demand.
What do buyers complain about in awl?: Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 0.9%.
When does demand for awl peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the awl niche?: Listings span $4.03–$17.29; the average listing price is $8.26 (sweet spot $15–$100). The average incumbent carries 500 reviews — the moat a new listing must climb.

awl